Every so often a web project will have a campaign that requires a mass email. This may be called a “Newsletter”, an “e-blast” or “HTML Email”. I want to explore some of the pitfalls of this trend. If that doesn’t talk you out of it, we will talk a bit about how to pull it off.
Warning One: Why?!
This isn’t the kind of marketing that should be done “because you can” in my opinion. As someone who gets a lot of email I admit that getting a newsletter or any email with embedded images usually has me scrambling for the Unsubscribe link. In 2009 there are many effective ways of engaging your audience online without emailing. Before we begin ask yourself; “is an HTML email the most effective way to communicate to these people?”
Warning Two: Spam?
Once you have your message together, who will you send it to? Where are you getting your mailing list? Have these users opted-in on your site (like this), or have you simply collected the addresses independently?